So you’re finally ready to put pen to paper. You’ve completed the customer profile and identified the ways your products and services create value for your buyer. This next step should be the easiest. Because you’ve already figured out what you want to say. Now you just need to say it. Here’s the formula: Our […]

Now that you have a clear customer profile, your next step is to determine how your products and services can help buyers achieve their “gains” and avoid their “pains”. The mistake people make here is they jump into the writing stage. They start putting pen to paper hoping they’ll be able to come up with […]

If you struggle to craft a compelling value proposition for your firm, chances are you’re doing it wrong. As we’ve discussed previously on the show, powerful messages don’t live inside your head… they live inside your buyer’s head. So instead of trying to come up with messages that you like, or that make you sound […]

Here’s the harsh truth. Most people will NOT achieve their goals. Despite the best of intentions and their best effort, they just won’t achieve what they want to achieve. And it’s not because they’re not talented or smart. It’s because they don’t know how to execute. Being able to consistently execute on your plan and […]

It’s nice to have goals. The act of setting goals along makes you much more likely to achieve them. But having goals isn’t enough. It’s far too easy to jot down some goals that make you feel good about yourself, only to then get distracted and forget about them altogether. The key to achieving your […]

Goal setting is a tricky exercise. For starters, most people try avoid it altogether. It’s much more fun to sit around and dream about your goals than to take the uncomfortable step of writing them down. The truth is, you are far more likely to achieve your goals if you put them on paper and […]